This is your ultimate guide on how to claim your Google Knowledge panel.

Have you ever Googled a famous person, brand, or company and noticed a neatly organised information box on the right side of your desktop screen (or at the top on mobile)? That’s a Google Knowledge Panel—a powerful feature that presents key facts about notable entities directly in search results.

These panels offer a snapshot of trustworthy, structured information, often pulled from reliable sources. Whether it’s “Steve Jobs,” “Nike,” or even a popular café, Google uses these panels to help users find quick answers without digging through multiple links.

In this blog post, we’ll break down how to claim your Google Knowledge Panel for your business or personal brand, the strategies involved, and why it matters more than ever in today’s digital landscape.

What Is a Google Knowledge Panel?

A Google Knowledge Panel is an information box that appears in search results when a user searches for a recognised entity—such as a person, business, organisation, or place. It displays relevant data like:

• Logos and images
• Founding date
• Key personnel
• Social media profiles
• Business Location
• Summary or biography
• Links to official websites or related sources

These panels are powered by Google’s Knowledge Graph, a vast database launched in 2012 that connects factual information from trusted sources to specific entities. Google uses this data to better understand the relationships between people, places, and things.

Why Is a Google Knowledge Panel Important?

Getting a Google Knowledge Panel is more than just a vanity metric—it can significantly impact how your brand or business is perceived and discovered online. These panels provide authoritative, at-a-glance information, and their strategic placement on Google search results gives your brand a significant visibility advantage. Let’s find out why a Knowledge Panel matters so much:

1. Prominent SERP Placement

Google Knowledge Panels typically appear on the top-right side of the desktop search results page or at the very top on mobile devices. That is what marketers call prime real estate on the search results page (SERP).

Think about the last time you Googled a well-known person, business, or brand—your eyes were probably drawn immediately to the neatly organised box of verified information. That’s the power of SERP prominence. When users see your brand highlighted in a Knowledge Panel, it signals authority and legitimacy, even before they click on anything.

2. Quick Facts at a Glance

In today’s digital world, people want instant information. A Knowledge Panel does exactly that—it displays your key facts in a concise, easy-to-scan format. For businesses, this could include your logo, website, headquarters location, founding date, CEO, social media links, and more. For individuals, it might show your biography, notable achievements, and affiliations.

This kind of quick access builds trust and credibility, making users more likely to engage with your brand elsewhere—whether by visiting your site, following you on social media, or even reaching out for business.

3. Improved Click-Through Rates (CTR)

Visibility is great, but engagement is better. A 2020 study by Engine Scout revealed that search engine results pages (SERPs) featuring both a featured snippet and a Knowledge Panel captured 42.1% of all user clicks—far more than the 32.3% received by standard organic results alone.

This means that having a Knowledge Panel can significantly improve your website’s performance in search results by attracting more attention and increasing the likelihood of user interaction. It complements other SEO efforts and boosts your overall discoverability.

4. Zero-Click Search Advantage

More and more users are finding what they need without ever clicking through to a website. These are known as zero-click searches. Google aims to answer queries right on the results page—and a Knowledge Panel plays right into that shift.

Instead of losing visibility when users don’t click, a Knowledge Panel keeps your brand front and center, ensuring that searchers still learn about you. This is crucial in an era where convenience and speed dictate user behaviour. Your Knowledge Panel acts like a digital business card or a mini website, giving people all the essential info in a matter of seconds.

Whether you’re a business owner, public figure, or organisation, earning a Knowledge Panel is a long-term digital asset that builds credibility and trust with your audience before they ever visit your website.

How to Claim Your Google Knowledge Panel?

Getting a Knowledge Panel is not something you can “buy” or apply for directly. Instead, it is about positioning your business as a notable, trustworthy entity within the Google ecosystem.

Here are the essential steps to follow:

1. Create a Strong ‘About’ Page (Entity Home)

Google needs a central source that defines who you are. Your website’s About page acts as the “entity home”—a hub that helps Google understand and verify your identity.

Include:

• Clear business name
• Founding date
• Industry and services
• Key personnel (e.g., CEO, founders)
• Mission statement
• Physical address (with map embed)
• Contact info (phone/email/form)
• Links to all social media accounts

Tip: Make sure this page is crawlable, linked from your homepage, and regularly updated.

2. Use Structured Data (Schema Markup)

Structured data (or schema markup) helps Google understand your site in a machine-readable format. This semantic code provides context and increases your eligibility for rich results—including a Knowledge Panel.

Important schema types to implement:

• Organization or LocalBusiness
• SameAs (links to social profiles and trusted listings)
• Logo
• ContactPoint

Tools to help:

• Google Structured Data Markup Helper
• Schema.org
• SEO plugins like Rank Math or Yoast for WordPress

3. Ensure Consistent Information Across the Web

Google cross-references data from multiple sources. Inconsistencies in business name, address, team members, or branding can harm your credibility.

Ensure consistency on:

• Google Business Profile
• Facebook, Instagram, LinkedIn, X (Twitter), YouTube
• Review sites like Yelp or TripAdvisor
• Directory listings (e.g., Yellow Pages, BBB)
• Industry-specific platforms (e.g., Clutch for agencies)

4. Claim and Optimise Your Google Business Profile

Your Google Business Profile (GBP) is a cornerstone for local visibility. While it’s not the same as a Knowledge Panel, it feeds structured data into the Knowledge Graph—especially for location-based businesses.

Steps to optimise:

• Claim and verify your business
• Add your exact name (no keyword stuffing)
• Input business hours, phone, website, and services
• Upload images of your location, team, logo
• Choose accurate categories
• Enable features like messaging, booking, etc.
• Regularly update with posts, reviews, and events.

5. Get Listed on Authoritative Sources

Google pulls data from trusted third-party websites when deciding which entities deserve a Knowledge Panel.

High-priority platforms:

• Wikipedia: High authority, but hard to get listed (notability is key)
• Wikidata: Easier to get listed and integrated with Google’s Knowledge Graph
• Crunchbase: Excellent for startups and tech companies
• LinkedIn: Often used by Google for professional data
• News coverage: Get featured on well-known news or industry sites
• Industry directories: Like TripAdvisor (hospitality), Clutch (agencies), Behance/Dribble (design)

📌 Press releases are not considered valid secondary sources unless picked up by reputable outlets.

6. Build a Strong Network of Secondary Sources

Google values independent mentions of your business from third parties. These help establish notability, which is crucial for Knowledge Panel consideration.

Where to get featured:

• Local newspapers and online magazines
• Guest posts on industry blogs
• Mentions in podcasts, interviews
• Awards, testimonials, and case studies

The more editorial-style mentions you have from reputable sources, the more likely Google is to recognise your brand as notable.

7. Add Structured Data to Your About Page

Your About page should be marked up using the correct schema markup, tailored for your entity type:

• Use Person if you’re an individual
• Use Organization or LocalBusiness for companies

Add sameAs tags to link to your verified profiles (e.g., LinkedIn, Crunchbase, Wikidata, YouTube).

💡 Use Google’s Rich Results Test tool to validate your schema.

8. Build Authoritative Backlinks

Google uses backlinks as trust signals. More authoritative backlinks = more perceived credibility.

Effective ways to build links:

• Publish original research or thought-leadership content
• Collaborate with influencers or bloggers in your industry
• Submit your site to industry-specific directories
• Get featured in press roundups or expert quotes
• Use HARO (Help A Reporter Out) for media mentions

Final Thoughts: It’s About Building a Verified Digital Identity

You can’t directly “create” a Knowledge Panel—but you can build the authority and digital presence that earns one.

Key Takeaways:

• Your About page should be the single source of truth (entity home).
• Use structured data to help Google understand your site.
• Be consistent across your website, social media, and directories.
• Build links and coverage from authoritative sources.
• Claim and manage your panel once it appears.

With persistence, smart optimisation, and a credible online footprint, you can significantly increase your chances of earning a Google Knowledge Panel—elevating your digital presence and trust in the eyes of your audience.